Understanding Media Analytics and Reporting

Presenting Today:

Doug ShonrockTechnology Solutions Director

Erin HartmanMedia Director

Today’s Agenda

What is Media Analytics? How do I implement tracking?

@JWTINSIDE #INSIDEinsights

Ancient Media


Media&AnalystMedia Analyst

What my clients think I do. What my coworkers think I do. What my parents think I do.

What my friends think I do. What I think I do. What I actually do.



Times have changed…. as have ways to spend & TRACK RESULTS


Media Analytics

POST AND PRAY


What criteria is important?

It depends on the goal

Media Analytics

GOAL: Applications•Number of applications •Cost per application •Quality of applications •Number of hires •Cost per hire

GOAL: Leads•Number of leads •Cost per lead •Quality of leads •Number of hires •Cost per hire

GOAL: Awareness

GOAL: Education/Content•Number of views •Engagement •Top performing content •Call to action results

•Number of clicks •Cost per click •Engagement •VIdeo views •Brand perception surveys


• Impressions = The number of times the ad is served, includes duplication • CTR = Click Through Rate, percent of people that are served the ad and click on the ad

Media Terms

CTR

CPC

HUH?

CPA



Media Terms

CTR

CPC

HUH?

CPA

•CPC = Cost per click

•CPM = Cost per thousand times the ad is served



Media Terms

CTR

CPC

HUH?

CPA



•CPA = Cost per application

•Conversion = Percent of clicks that convert (to application, sign-up, etc)



Media Terms

CTR

CPC

HUH?

CPA



•CPA = Cost per application

•Conversion = Percent of clicks that convert (to application, sign-up, etc)

•CPL = Cost per lead •CPQL = Cost per qualified lead •CPH = Cost per hire

Benchmark varies for every industry, every client

fACTORS

Media Channel


Benchmarks

Benchmarks

Media CPC CPAIndeed $0.29 $2.63

Glassdoor $0.38 $5.41Emails $6.18 $14.72Linked<In $7.45 $27.38

StackOverflow<Banners

$10.83 $35.63


fACTORS

Media Channel Job Category / Hard to Fill Positions


Benchmarks


fACTORS

Media Channel Job Category / Hard to Fill Positions Goal / Call to Action



Reporting


Reporting


Reporting

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

0

2,000

4,000

6,000

8,000

10,000

12,000

July August September October November December January February March April May June

FY13GApps FY14GApps FY15GApps FY13GCPA FY14GCPA FY15GCPA

Application Volume & CPA Trending


Reporting

FY14 Year-in-review: Spends & Clicks


Reporting

33%

18%16%

5%

4%

11%

13%

Quality(Applications

Indeed

Simply2Hired

Google

Yahoo/Bing

AppCast

Glassdoor

Linked2In

30%

21%17%

3%3%

9%

17%

Spend&by&Media

Indeed

Simply2Hired

Google

Yahoo/Bing

AppCast

Glassdoor

Linked2In

Spend by Media

Quality Applications

Reporting

Total Job Reqs Listed During Q4 2015

Total Hires

Source of Hires

Media Applications

Average Cost per Hire Ratio: 14 apps to 1 hire

22%

20%47%

11%

Source'of'Hires

Glassdoor

LinkedIn

Indeed

Google

21%

15%

49%

15%

Media&Applications

Glassdoor

LinkedIn

Indeed

Google

15%

85%

Total Hires

Management

General

58%

48

42%

35

0% 20% 40% 60% 80% 100%

Total Job Reqs Listed During Q4 2015

General Management


Optimizations

What%does%“implementing%optimizations”%mean?• Shifting(more(money(to(best(performers• Reduce(or(eliminate(spends(with(under8performing(

channels((or(behind(pace)• Test(new(media(channels• Change(copy• Adjust(CPC(bid• Adjusting(geo8targetingAnd$more…..


Somebody needs to man the ship…


Tracking Can Cover A Lot Of Areas

Technology

Tracking

Message

Media

Site and candidate analyticsUsing Google to understand visit, time on site, highest drop off pages, major traffic sources and candidate behaviors



Site and Candidate Analytics

Measurement of media activity across every channel, including print and collateral, normalized to cost-per-applicant. 24/7 access to actionable metrics to drive decisions from the head of talent acquisition to individual recruiters. Insights into which media channels and partners are driving qualified applicants and at what cost.

Actionable Media Analytics


Actionable Media Analytics

Tracking Is Not Hard To Set Up • It just takes a little thought and planning • What tracking platforms will you be using? (JWT INSIDE Track™,

Domo, DoubleClick, etc.) • What systems do you have in place? (i.e. ATS, Third Party

Platforms, CRMs) • What is important to your organization and what Key Performance

Indicators (KPIs) are important to your organization? • What types of media are you using? (i.e. Print, Online, Out-Of-Home,

Social, etc.) • What do you want to track? (i.e. Clicks, Data Captures, Complete

Applications, Conversions, Candidate Behavior, Track-To-Hire) • Get the right people together to map this out – Media Buying

Partners, ATS partners, Internal HRIS partners, Tracking Platform Partners


Tools

Case Studies


Case Study

Increased applications by 22%

Decreased CPA by 32%

Retail


Case Study

Increase applications by 15% with $30k less spend

Healthcare



Takeaways

If you're spending money on media as part of your talent acquisition budget, it is critical to:

•Track and analyze your media performance •Optimize your media buys •Get it implemented correctly to measure across all channels

Questions


Doug Shonrock Technology Solutions Director 610 529 8256 [email protected]

Send us a note, share with us what you found most surprising or valuable, or schedule time for a conversation.


Erin Hartman Media Director 404 849 8627 [email protected]

mailto:[email protected]?subject=

mailto:[email protected]?subject=

Thank You.


Business

Understanding Media Analytics and Reporting